Week 1

Topic: Marketing Overview
Date: 9/18/2009
Time: 9:20am-12:20pm
Lecture Room: TR-611
Lecturers: Dr. Josh Huang and Mr. Steve Ma
Handout: http://cid-89ef3723af7faba3.skydrive.live.com/browse.aspx/.Public/Marketing%20in%20Action-NTUST%20MBA?uc=1&isFromRichUpload=1

Agenda:

*Course introduction
**Course Activities:
1. Lecturing 20%
2. Case Study 50%
3. Project 30%
**Grading:
1. Exam 20%
2. Participation 50%
3. Project 30%

*Overview of Marketing (outline of text book)
**What Is Marketing?
**Understand the Marketplace and Customer Needs
**Designing a Customer-Driven Marketing Strategy
**Preparing an Integrated Marketing Plan and Program
**Building Customer Relationships
**Capturing Value from Customers
**The Changing Marketing Landscape

*Sample Case and Q&A (Mr. Steve Ma)

What Is Marketing?

•Marketing IS NOT
–Product Focus
–Sales Focus
–Advertising & Communications
•Marketing IS
–Understanding your customers
–Through

Market Research

Segmentation

Targeting

Positioning

Buying Process

Victoria's Secret Fashion Show 2006
http://www.youtube.com/watch?v=-hPoRqTYefM

Worcal's Fashion Show
http://www.youtube.com/watch?v=YmTTyzkaVIc&feature=fvw

*Grouping
**Each team contents 5-6 people with different backgrounds
**Each team member has dedicate job function including
1. leader(marketing manager, GM)
2. sales manager (customer's demands, pricing)
3. product manager (R&D, manufacturing)
4. customer services manager
5. operation manager (logistic)

**Team leader may assign any team member to take questions and answer.
**Roles may switch before entering project phase.
**Once done, team leaders please email member list to jiasheu@gmail.com

*Heads up of next lecture on 10/2
**Prepare name cards for each attendant
**Group discussion on Company Case of Chapter 1 prior to class. Mutual answers to the listed questions must be resolved.
**Every attendant will be asked for giving his/her thinkings torward those listed questions.